Page 130 - AC/E Digital Culture Annual Report 2016

130smartphones and other mobile devices in the area on a speci c wavelength. This wavelength is determined by an app that needs to have been previously installed in the device. In other words, it is the smartphone installed with the app that detects the beacon and gives it permission to send information.Beacons do not store or gather data on mobiles; at the most, they can measure the number of interactions with mobile devices (as in the case of the Estimote) and how long they remain within the range, but in principle they do not gather data that could be used to identify someone.In addition, applications that allow communication with beacons are designed in ‘opt-in’ mode. This means that anyone who installs the app must grant permission for it to receive transmissions from beacons, usually by means of a yes-no or in-out (on-o ) button that is disabled by default. Apple iBeacons have the same protocol, which includes informing users that the app is used to obtain data or send noti cations. Taking care of people’s privacy is more important than ever, and keeping them informed about beacons is part of this care.41When analysing some of the apps examined above, we saw how, when the app is rst used, a series of commands appears on the screen for updating and con guring it, including in relation to beacons, as with the Coachella Festival app. This can be disabled at any time. It is an interesting feature as it allows the user, for example, to minimise battery consumption, as Bluetooth communication (even having it enabled) causes extra consumption, even if it is designed to be minimal.As pointed out, festivals are gradually learning to make the most of this new feature. Cannes Lions International Festival (the festival of advertising and creativity in communication) was among the rst to use this technology in 2014.42 Beacons deployed in strategic areas, such asmeeting points or near the screening theatres, performed three functions at the festival through the apps. Because, as stated previously, in order for beacons to carry out their functions, a mobile application for communicating with them is required.First of all, they allowed the festival to provide real-time information on the schedule, on any sudden changes, and on events happening in the area where users carrying smartphones installed with the app were located, in the form of noti cations. In addition, the app automatically tagged an area as a favourite if it detected that the user spent more time walking around it.43And lastly, the app’s software could connectall the people located in an area. Anyone with the Around Me Enhanced option enabled would receive a list of people attending the event,for example, and by enabling another option called Icebreaker, previously linked to the user’s LinkedIn account, it could detect any shared contacts attending the same event at the same time. Beacons were thus used to inform people of changes and to boost interaction and contact between attendees (though we are talking about a festival with a strong focus on sector professionals).Bonnaroo Music Festival began using beacons also in 2014. The organisers installed more than 100 all over the festival, in bushes or in corners where they would not attract much attention, and especially at entrances and exits to the festival grounds and areas. By means of the app, they provided information about the upcoming concert or, for example, small reminders of where the nearest drinking fountains were and the importance of staying hydrated at such a hot time of year.The company in charge of implementing this new technology shared data gathered on that rst year.44 One of the uses given to beacons to improve the festival management instantly (or in real time, if preferred) and, accordingly, festival2. NT BEFORE AND DURING THE FESTIVALFocus: Use of New Digital Technologies at Cultural Festivals